Basten Greenhill Andrews has handled the rebranding of The Guide Association to Girlguiding UK. The work, which launched on Monday 24 April is worth a five-figure fee to the consultancy.

Basten Greenhill Andrews has created the name, the ‘surprise yourself’ strapline, identity, and a set of brand guidelines for the 600 000-strong organisation.

Girlguiding UK head of marketing and external relations Susan Kay-Williams says, ‘Our vision is to be recognised as the leading organisation for girls and young women. We needed an instantly recognisable name that takes us forward, which we now have.’

Basten Greenhill Andrews creative director John McCarron says, ‘Girlguiding UK puts gender back into The Guide Association’s activities. As with everything it does, the new name puts the girl first while also acknowledging the role of volunteers.

‘We developed an active, dynamic and distinctive name to focus on the activity itself, rather than the structure that delivers it.’

The new name has a regional context – Girlguiding UK, Girlguiding Scotland, Girlguiding Midlands – to ‘help people at grass roots own and take pride in it’, he adds.

Girlguiding’s in-house design team has implemented the work across stationery, as well as merchandising and corporate and promotional materials.

The consultancy was appointed without a pitch after initial talks with Girlguiding UK about name generation and has been working on the project for 18 months.